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You’ve probably heard of search engine optimization (SEO) as a strategy to increase traffic to your website; the idea is to tweak your website and offsite strategy, so you rank higher for relevant search queries in Google, thereby resulting in more traffic. But you also might have heard about the prevalence of Google penalties, manual actions that deliberately remove your site from search engine listings as punishment for using unethical techniques.
Are there risks to using SEO, or are threats of Google penalties overblown?
Black-Hat vs. White-Hat SEO
First, we need to address the fact that there are hundreds, if not thousands of tactics that could technically fall under the umbrella of “SEO,” but not all of these are inherently risky. In fact, experienced search engine authorities often group them into categories of “black-hat” and “white-hat” SEO.
White-hat SEO tactics include strategies that increase your visibility in search engines by providing users will meaningful content and building SEO links that serve a purpose. Google’s main goal in policing its search results is to ensure that users find value, so if you’re only providing them with valuable content and infrastructure, Google isn’t going to complain.
Black-hat SEO tactics are meant solely to manipulate the rankings, a way of fooling Google’s algorithm, and are generally frowned upon by Google and web users alike. These typically use deceiving or misleading tactics to trick users into taking a specific action, or to dupe Google’s algorithm into detecting something that isn’t there.
It’s possible to decline in rankings due to low-quality content or other small issues, but the real problem—manual … Read More
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